Quick answer: A ChatGPT ad is a clearly labeled sponsored unit that appears below a ChatGPT response. Each ad shows the advertiser's name, favicon, a title, a short description, an image and a link to a landing page. Users see one ad unit at a time, and it may contain one or several images. Current formats are single-image ads, multi-image ads (open beta since October 26, 2026) and product ads built from a product feed. Ads never appear inside the answer itself. (OpenAI, OpenAI, OpenAI)
Below we break down the anatomy of a ChatGPT ad, the formats and specs, and a set of example ads we wrote ourselves to show what good and weak copy look like. We don't reproduce other brands' live ads. Where we show examples, they're illustrative and labeled that way.
Where ChatGPT ads appear
- Below the response. OpenAI says ads appear below ChatGPT responses, separate from the answer and clearly labeled (OpenAI). Search Engine Land describes the label as "Sponsored" (Search Engine Land).
- One unit at a time. Users see "one ad unit that may contain one or multiple images below a ChatGPT response" (OpenAI).
- During image generation (testing). OpenAI is testing a multi-image ad shown while ChatGPT generates an image. It disappears when the image finishes (OpenAI).
- Not inside answers. OpenAI states that ads don't influence ChatGPT's answers, and advertisers can't shape, rank or alter responses (OpenAI).
Who sees them: Free and Go users only, not Plus, Pro, Business, Enterprise or Edu, and not users identified as under 18 (OpenAI). There are no ads in Temporary Chats, and none next to sensitive topics like personal health, mental health or politics (OpenAI).
Anatomy of a ChatGPT ad
According to OpenAI, every ad includes six elements (OpenAI):
| Element | What it is | Practical tip |
|---|---|---|
| Advertiser name | Your brand name | Changing your Brand Name pauses serving until brand review is approved (OpenAI) |
| Favicon | Your logo, shown small | Use a crisp, recognizable mark |
| Title | The headline | Make the value obvious in a few words |
| Copy | The description | Add new information instead of repeating the title |
| Image | The creative | Simple, relevant and matched to the message |
| Landing page | Where the click goes | The most relevant page, not a generic homepage |
ChatGPT ad formats
| Format | What it looks like | Status | Source |
|---|---|---|---|
| Single image | One image with title, copy and link | Available for Reach, Clicks and Conversions campaigns | OpenAI |
| Multiple images | 4–6 square (1:1) images sharing one title, copy and URL. Every image links to the same page, and "Learn more" is the only CTA. | Open beta since October 26, 2026 | OpenAI |
| Product ads | Built from a product feed. On July 24, OpenAI announced a product card update that adds prices and star ratings, according to Search Engine Land. | Available via product-feed campaigns | Search Engine Land |
| Image-generation ads | Multi-image ad shown while an image is generated | Being tested | OpenAI |
ChatGPT ad specs
| Spec | Requirement | Source |
|---|---|---|
| Headline | Up to 50 characters (may be truncated) | Search Engine Land |
| Description | Up to 100 characters (may be truncated) | Search Engine Land |
| Image type | PNG or JPG, square | OpenAI |
| Image size | No larger than 1200 × 1200. OpenAI's API quickstart uses an image of at least 640 × 640. | OpenAI, OpenAI Developers |
| Image hosting (bulk upload) | Publicly accessible URL that opens the image directly | OpenAI |
| Multi-image | 4–6 square images, 1:1 | OpenAI |
| Landing page | Valid, reachable, and doesn't block OAI-AdsBot or OAI-SearchBot | OpenAI |
Safe choice: a square image between 640 × 640 and 1200 × 1200 meets both the API quickstart example and the Help Center upload limit.
What makes a good ChatGPT ad? OpenAI's rules of thumb
OpenAI's creative guidance boils down to this (OpenAI):
- Benefit-focused beats catchy. Explain "the practical value of what you offer, who it is for, and when it may be helpful, rather than relying on a catchy line or generic call to action."
- Build for coverage. A "high volume and diverse set of ads" helps the system find more relevant placements.
- Keep variations distinct. Each title and description should take a different angle.
- Titles: clear, concise and informative. Prioritize useful details over broad marketing language.
- Copy complements the title. Add new information rather than repeating the headline.
- Represent your offer accurately. Misleading or inconsistent ads get rejected.
On top of that, the ad policies prohibit interface imitation. Ads must not mimic the appearance, functionality or voice of ChatGPT in a way that makes users think the ad is part of the product (OpenAI Ad Policies). So an ad written to sound like ChatGPT itself is answering the question is a bad idea.
Example ChatGPT ads (illustrative, written by Blobbo)
The examples below are made up by us to show the guidance in action. They aren't real ads and they don't come with performance claims. The businesses and context hints follow the examples OpenAI uses in its own documentation (OpenAI).
Example 1: Running shoes (ecommerce)
- Context hint (OpenAI's example): "Cushioned everyday running shoes for beginners training for their first 5K"
- Title: Comfy shoes for your first 5K
- Copy: Extra cushioning for new runners. Free returns if they don't feel right after 30 days.
- Landing page: The beginner running shoe collection, not the homepage
Why it works: the title names the situation (a first 5K), and the copy adds two new facts, cushioning and a returns policy, instead of repeating the title. If you use claims like "free returns," they have to be true. The policies prohibit misleading claims about pricing and outcomes (OpenAI Ad Policies).
Example 2: Local plumber (local services)
- Context hint (OpenAI's example): "After-hours residential plumbing in [city], with an $89 service-call fee for urgent repairs"
- Title: Burst pipe at 2am? We answer.
- Copy: Residential plumbers on call nights and weekends in [city]. Flat $89 call-out fee.
- Landing page: The emergency service page with a click-to-call button
Why it works: it's specific about when (after hours), who (homeowners) and price. That's exactly the what, who and when that OpenAI's context-hint guidance asks for (OpenAI).
Example 3: Accounting software (B2B SaaS)
- Context hint (OpenAI's example): "Bookkeeping software for growing retailers that need to reconcile online and in-store sales"
- Title: Reconcile store + online sales
- Copy: Bookkeeping that matches POS and ecommerce orders automatically. Built for growing retailers.
- Landing page: The retail use-case page with a free trial
Why it works: it describes the problem a buyer might bring to ChatGPT before they know which product they need. Search Engine Land's November comparison of ChatGPT ads and Google Ads recommends exactly this problem-first framing for B2B (Search Engine Land).
Weak vs strong: the same ad, rewritten
| Weak | Strong | |
|---|---|---|
| Title | "The #1 Best Accounting Tool!" | "Reconcile store + online sales" |
| Copy | "Try it today! Sign up now!" | "Matches POS and ecommerce orders automatically. Built for growing retailers." |
| Problem | Unverifiable superlative, generic CTA, and the copy repeats the push instead of adding information | Specific value, new information in the copy, and clear fit |
| Guidance it breaks or follows | Breaks "informative over broad marketing language" and risks the "unfounded claims" policy | Follows "spell out the value clearly" and "complement the title" |
(Guidance from OpenAI and OpenAI Ad Policies.)
Context hints: the invisible half of every ad
Users never see your context hints, but they shape when the ad appears. OpenAI's ads system weighs the conversation's context and intent, the ad's landing page, title and copy, your context hints and, where enabled, personalization signals (OpenAI). Hints "are not exact-match keywords and do not guarantee delivery in specific conversations" (OpenAI).
A great creative paired with a lazy hint like "accounting software" leaves a lot of matching up to chance. Write hints the way you'd brief a smart salesperson: what it is, who it's for, and when it helps.
Common reasons ChatGPT ads get rejected
From OpenAI's troubleshooting and policy pages (OpenAI, OpenAI, OpenAI Ad Policies):
- The ad copy or landing page doesn't match the Ads Policies.
- The landing page blocks OpenAI user agents or IP addresses.
- The ad and the landing page describe different offers. Ads must be consistent end to end.
- The category is disallowed, or restricted in the countries you selected.
- Exaggerated or unverifiable claims, or false endorsements.
For the full pre-launch list, see our ChatGPT Ads audit checklist. If you think a rejection is wrong, use the appeal or Request Review option in Ads Manager. OpenAI calls appeals "the fastest path for resolution" (OpenAI).
Want feedback on your ads?
Blobbo's free ChatGPT Ads audit reviews your live ads and context hints. It flags creative gaps (like ad groups with only one ad), vague hints and ads stuck in review, then gives you a prioritized list of fixes. It's read-only, and your API key is never stored. Get your free audit → or see a sample report.
Blobbo is an independent tool and is not affiliated with or endorsed by OpenAI.
FAQ
What do ads in ChatGPT look like?
They're labeled sponsored units below a ChatGPT response, showing the advertiser's name, favicon, title, description, image and a link (OpenAI, OpenAI).
Are ChatGPT ads inside the answers?
No. Ads are shown separately from the response, and OpenAI says ads don't influence ChatGPT's answers (OpenAI).
How long can a ChatGPT ad headline be?
Search Engine Land reports a 50-character headline limit and a 100-character description limit, and says both may be truncated (Search Engine Land).
What image size do ChatGPT ads use?
Images must be square PNG or JPG files no larger than 1200 × 1200 (OpenAI). Multi-image ads use 4–6 square images (OpenAI).
Can ChatGPT ads show product prices?
Product ads built from a product feed can. Search Engine Land reported that OpenAI announced an update to show prices and star ratings on product cards (Search Engine Land).
Sources
- OpenAI Help Center, Ads in ChatGPT: The Basics
- OpenAI Help Center, Ads in ChatGPT (user FAQ)
- OpenAI Help Center, Creating ads for ChatGPT Ads
- OpenAI Help Center, Writing context hints for ChatGPT Ads
- OpenAI Help Center, Troubleshooting Common Issues
- OpenAI Help Center, Troubleshooting Common Onboarding and Policy Issues
- OpenAI, Ad policies
- OpenAI Developers, Advertiser API overview
- Search Engine Land, How to run ChatGPT ads: A step-by-step guide from early campaigns (August 10, 2026)
- Search Engine Land, ChatGPT ads vs. Google Ads: 6 key differences to know (November 11, 2026)